Public relations concerns the management of communication between a high profile individual, organization, company, business or other entity and the public. Some of the activities that might be included in a public relations campaign could include working with media, speaking at events and conferences, handling reputation management and crisis issues, inter-company employee communication and social media planning and implementation. Campaigns are an integral part of successful public relations and rely upon thorough planning and management.

Situation Analysis

Before starting a public relations campaign, take into account what the current situation is of the organization, company or individual. If there is a particular issue that needs to be addressed, such as a crisis situation, that will be the focal point of the campaign. If the purpose is simply to gain market share and visibility, then it would be prudent to consider how the company is perceived by customers and the public. Everything that is happening both within and outside of the organization should be taken into account in developing the publicity campaign.

Defining Objectives

After the situation is analyzed, identify the publicity campaign's precise objectives. Write specific goals that are clearly understandable by everyone on the team. Considering factors like budgetary and time issues, the objectives should all be reasonably achievable. Given the resources available, each objective needs to be realistic. Finally, a timeline should be developed to help track each objective step.

Identifying Public Groups

Identify the key public groups that your company wishes to impact with the publicity message. For example, determine which groups are either aware of the issue to address or that you want to bring awareness to. Some of this information will have become apparent while conducting the situation analysis. To find out where more of your desired public exists, perform keyword searches online. This can reveal particular groups and locations to target during the actual dissemination phase of the plan. While defining the public groups, identify each of their attitudes toward the situation or your organization in general. This will enable you to tailor key messages accordingly.

Creating Multifaceted Materials

Develop materials that can have multiple uses for distribution. For example, construct press releases with meaningful messages concerning your organization’s activities. Write articles that contain useful information for potential customers. Using data found through examining the public’s opinion of your organization, emphasize the positive and address public concerns that need to be adjusted. Create short videos for distribution on your website and social media networks. Consider producing an online newsletter or one to mail out to existing and potential customers.

Distribution and Information Placement

Find opportunities to discuss what the company has done to help the community it serves. Attend events that focus on positive activities for potential customers. Write about each activity that the organization participates in and post on it on the company website, in blogs and in press releases. Publish articles in local, national and online publications. Distribute information across multiple media platforms like social media websites. Reach out to target audiences through online magazines, media outlets and with newsletter alerts.

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About the Author

Susan S. Davis is a member of the Society of Professional Journalists and the L.A. Press Club. She was managing editor of "The Hosting News" and a columnist at Online Dating Magazine. Davis attended Chicago's Medill School of Journalism, and holds an A.A.S. in radio broadcasting from Minnesota Business College and a certificate in paralegal studies from University of California, Los Angeles.